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Impact of Content-Driven Online Sensory Marketing on Customers Food-Buying Intentions
Abstract
The chapter explores the transformation created by technology driven online sensory marketing in the food sector. The growing competition and prominence of e-commerce in the food industry has made marketers exhibit intangibility elements as equivalent as tangible attributes of their food products in the digital platforms by employing sensory marketing techniques for positive customer evaluation of their brands. It is essential to use all five senses of sensory marketing to create enduring experiences and foster brand loyalty among the target market. This chapter, backed by previous research, investigates how sensory elements such as tactile, gustatory, olfactory, and auditory can be better presented in digital platforms in order to obtain effective appeals in the communications. This chapter also analyzes the evidence of past research on how sensory marketing accelerates online consumers experiences and engagements in e-commerce platforms in various dimensions.
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